Ramadan is a different season, the viewing time increases, people's habits change, and television becomes a main gathering point in homes. These are seven observations we gathered from our experience in Ramadan campaigns.

Return of Television 

Throughout the year, we hear that television is dead, but in Ramadan, it's the opposite. Ramadan is the only time when television outperforms social media applications. According to data from MBC Group, 66% of the Saudi community follows Ramadan programs, making television a very important channel for Ramadan campaigns.

Continue During Breaks

We noticed that many people pick up their phones as soon as the commercial break starts. This is where sound comes into play, as it is a very important element that can regain the viewer's attention to the screen. In the Marsoul campaign ‎#says_and_stays, we noticed that sound was one of the most engaging elements for people, even while they were using their phones.

Smart Integration

Despite television's superiority during Ramadan, the impact of the advertisement quickly reaches social media. That's why the television campaign must be supported by digital activation that includes audience engagement. This engagement not only increases the campaign's reach but also helps in measuring its impact.

Higher Acceptance 

During Ramadan, advertising spaces on television are considered limited, which raises the level of focus on each advertisement. Furthermore, people's mindset tends to be calmer and more accepting, making brand campaigns such as image enhancement or perception correction more suitable and powerful in this season.


Ramadan of Goodness

Ramadan is considered the best time for social responsibility campaigns. These campaigns leave a real impact on people, open the door for partnerships with charitable organizations, and build long-term trust with the audience.

Behavior Changes

The beginning of Ramadan is different from its end. At the start of the month, people are closer to brand content and image building, while in the second half, the focus shifts more towards purchasing. This change in behavior provides an opportunity to increase the budget towards the end of Ramadan and focus on sales campaigns.

Ramadan Campaign?

Ramadan does not necessarily mean a "Ramadan" campaign in the traditional sense. An advertisement doesn't have to be filled with Ramadan symbols (like Vimto, Ramadan) to succeed. The success of campaigns is more related to the idea, understanding people's behavior, and achieving the goal than to the Ramadan theme itself.